Goofus or gallant? an attribution-based theory of misconduct spillover valence

Despite growing interest in misconduct spillovers - where unimplicated bystanders' stock prices, reputations, resources, and opportunities are positively or negatively affected by others' misconduct - theory about spillovers' antecedents has largely focused on industry or product similarity, and has used the same characteristics to argue for both positive and negative spillovers. Furthermore, limited research has considered both positive and negative spillovers together, instead focusing on one kind of spillover or the other in isolation, thereby creating a lack of theoretical integration within the literature. In this chapter, we draw on attribution theory and expectancy violations theory to explain when and how misconduct incurs positive and negative spillovers. We argue that a spillover's valence depends on the locus of attributions made by stakeholders, where the misconduct's causes are attributed to the perpetrator alone (i.e., an isolated attribution) - resulting in positive spillovers - or the misconduct's causes are perceived as indicative of a systemic problem shared among a broader set of organizations (i.e., a systemic attribution), leading to negative spillovers. We further suggest that the misconduct's nature and misconduct prevalence within a perpetrator and among other firms influences stakeholders' attributions, and ultimately the spillover's valence. Our theory contributes to the organizational misconduct literature by providing a unifying theoretical framework to understand both positive and negative spillovers.